International Marketing
Etablissement : Faculté de Gestion, Economie & Sciences Masters
Langue : Anglais
Formation(s) dans laquelle/lesquelles le cours apparait :
- Aucune formation en lien avec ce cours.
Période : S1
- Good understanding of English (oral and written)
- Basic marketing knowledge, eg Bachelor level, is a must to avoid (eg Kottler/Keller Marketing management 14th edition: parts 1,2, 3, 4)
This course is based on classic / modern marketing theories, is created to give you a practical and real-life look at international marketing.
Part theoretical and part practical, this course teaches you how to create marketing strategies and programs appropriate for firms conducting international business. This course is highly interactive through interactive teaching and class participation, supported with group discussions, videos, many real-life examples and class/case studies via group tasks.
KEY LEARNING OUTCOME – After completion of this course, students should have a good understanding of the specifics of marketing in an international and multicultural environment and be able to create an effective international marketing plan
- Marketing fundamentals related to international business
International and global marketing
Approaches to internationalization
Market selection
Impact of culture
Modes of market entry
International communications
Ethics and social responsibility
